Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands On Learning

Book Description

Master practical strategic marketing through real-life case studies and hands-on examples. In Cutting Edge Marketing Analytics, three pioneering experts integrate all three core areas of marketing analytics: statistical , experiments, and managerial intuition. They fully detail a best-practice marketing analytics methodology, augmenting it with case studies that illustrate the quantitative and data tools you'll need to allocate resources, define optimal marketing mixes; perform effective of customers and marketing campaigns, and create high-value dashboards and metrics.

For each marketing problem, the authors help you:

  • Identify the right data and analytics techniques
  • Conduct the analysis and obtain insights from it
  • Outline what-if scenarios and define optimal solutions
  • Connect your insights to strategic decision-making

Each chapter contains technical notes, statistical knowledge, case studies, and real data you can use to perform the analysis yourself. As you proceed, you'll gain an in-depth understanding of:

  • The real value of marketing analytics
  • How to integrate quantitative analysis with managerial sensibility
  • How to apply linear regression, logistic regression, cluster analysis, and Anova
  • The crucial role of careful experimental

For all marketing professionals specializing in marketing analytics and/or business intelligence; and for students and faculty in all graduate-level business courses covering Marketing Analytics, Marketing Effectiveness, or Marketing Metrics

Table of Contents

Section I: Resource Allocation
Chapter 1 A Resource-Allocation Perspective for Marketing Analytics
Chapter 2 Dunia LLC

Section II: Product Analytics
Chapter 3 Cluster Analysis for Segmentation
Chapter 4 Segmentation at Sticks Kebob Shop
Chapter 5 A Practical Guide to Conjoint Analysis
Chapter 6 Portland Trail Blazers

Section III: Marketing-Mix Analytics
Chapter 7 Multiple Regression in Marketing-Mix Models
Chapter 8 Design of Price and Advertising Elasticity Models
Chapter 9 SVEDKA Vodka

Section IV: Customer Analytics
Chapter 10 Customer Lifetime Value
Chapter 11 Netflix: The Customer Strikes Back
Chapter 12 Retail Relay
Chapter 13 Logistic Regression
Chapter 14 Retail Relay Revisited

Section V: Digital Analytics
Chapter 15 Designing Marketing Experiments
Chapter 16 Transformation of Marketing at the Ohio Art
Chapter 17 Paid Search Advertising
Chapter 18 Motorcowboy: Getting a Foot in the Door
Chapter 19 VinConnect, Inc.: Digital Marketing Strategy
Chapter 20 Cardagin: Local Mobile Rewards

Section VI: Resource Allocation Revisited
Chapter 21 Dunia Finance LLC Revisited
Chapter 22 Implementing Marketing Analytics

Book Details